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1、Sales Trends ReportFOREWORDChallenges+Opportunities in the 2024 Sales LandscapeINTRODUCTIONThe Evolution from Sales Rep to ConsultantCHAPTER 1The Informed Buyer+Self-Service SalesCHAPTER 2How Sales Teams are Using AI+AutomationCHAPTER 3The Impact of Tighter Budgets CHAPTER 4The Importance of Maintai

2、ning Relationships CHAPTER 5Sales Performance BenchmarksCHAPTER 6How to Better Enable Sales Teams CHAPTER 7Sales Team Culture+Hybrid Work3611172124263141 Table of Contents2Sales Trends ReportSales teams are continuing to grapple with the lingering impacts of the very challenging 2023 macroeconomic e

3、nvironmentbut were approaching the light at the end of the tunnel.Sales professionals primary goal is to exceed their target or quotas but this past year,it has taken more work to get there.Over half of them,54%,say selling has been harder this year than it was before,due to inflation,stiff competit

4、ion,a lack of high-quality leads,challenges reaching decision-makers,and longer deal cycles.Many are dealing with budget constraints,and theyre being asked to do more with lessin terms of resources and team-mates.Challenges sales teams are facing in 2023InflationLack of high-quality leadsReaching de

5、cision-makersLonger deal cycles0%5%10%15%20%25%Standing out from competitionForeword:Challenges+Opportunities in the 2024 Sales LandscapeChristian Kinnear Chief Sales Officer,HubSpot3Sales Trends ReportHow are sales pros performing this year?However,despite headwinds,most sales pros are still meetin

6、g or exceeding their goalsand there are many exciting opportunities on the horizon for 2024.First,inflation is finally slowing down,so we can expect that companies iron grip on their budgets may finally loosen a little next year,making it easier for sales pros to sell.And after three years of experi

7、menting with different working models,one of the most popular approaches hybrid work has been shown to also be the most effective setup for sales teams.In fact,our new research found that hybrid teams are 28%more likely to outperform fully in-person or fully remote teams.Theres no reason a call-heav

8、y day cant be done from the comfort of home,but coming into the office for team meetings,and visiting prospects in person,help make hybrid workers feel connected and effective.This coming year,well be continuing to emphasise the importance of relationship building one of the top ways sales teams rec

9、eive high quality leads is through referrals from existing customers.This is especially important during times where buyers still have some trepidation around spending money:even in challenging economic times,a trusted peer will be able to convince their colleague that a product is worth investing i

10、n more than a sales rep ever could.Exceeding goalsMeeting goalsUnderperforming60%40%20%0%4Sales Trends ReportWere particularly excited about the opportunity to increase sales efficiency using AI tools.Sellers want to sell,but research shows they spend just 33%of their time actively selling.Weve foun

11、d that sales pros that use AI tools to accomplish administrative tasks save two hours a day.Thats two extra hours for connecting with customers,building relationships,progressing pipeline,and of course,closing more deals.Companies also feel that targeting new markets,improving sales and marketing al

12、ignment,improving efficiency,boosting personalisation,and using data more effectively can result in future growth for their company.We think its going to be a great year,and hope this research can shape your sales strategy and help you build better relationships in 2024.Accelerate Revenue with Smart

13、er Sales ToolsHubSpot Sales Hub and AI tools can also:Prospect more efficiently and generate sustainable pipeline with the new prospecting workspace,which consolidates your prospecting activities in one unified pane.Try new sales features to up your teams win rate like A/B testing in sequences and A

14、I-powered email generation.Accelerate revenue growth with new intelligent deal management tools like deal inspection and AI forecastingGive teams access to deal journey analytics,lead funnel reports,and moreAutomatically log calls and track sales rep performanceGet started5Sales Trends ReportIntrodu

15、ction:Relationship-Building and Connection are More Important than EverSales reps used to be able to close deals by simply walking their prospects through the many features and benefits of their product but today,the role of the sales rep is changing.Since consumers have the ability to research the

16、tools theyre considering and 96%of them do so before speaking to any rep from a company they already know why your tool is worth considering.How many prospects do their own research before speaking with a rep?Today,with AI making it so quick and easy to compare tools,to learn about their features,an

17、d to even compare pricing options,sales reps need to behave more like consultants and partners than vendors.The Evolution from Sales Rep to Consultant96%of prospects have done their own research6Sales Trends ReportWhen a prospect is talking to a rep,its because theyve already moved past the phase wh

18、ere they want to learn the basics about the tool they want to know exactly how a tool will benefit them.They want tailored use cases for their industries and circumstances,and they want expert-level consultation about the ROI your tool brings to users with similar needs.That means sales calls need t

19、o get deeper,be more personalized,and prioritize connecting person-to-person,expert-to-expert.Reps are also realizing that building and maintaining relationships with customers in the time before,during,and after they sign on the dotted line can bring in more long-term revenue.In 2023,sales leaders

20、were also very interested in making the sales process more efficient which makes sense,as many teams have been asked to stretch their resources after an economically challenging year.However,the proliferation of AI tools will only make it easier to increase efficiency and work faster in 2024.AI tool

21、s are making it easier for sales reps to automate the more repetitive parts of their job,saving them 2 hours a day time that can now be better used by connecting with prospects,checking in on customers,and building lasting relationships.Sales Orgs Will Keep a Focus on Efficiency in in 2024are spent

22、actually sellingis spent on administrative tasksOnly 2 hours per dayAI tools can save sales pros 2 hours a day1 hour per day7Sales Trends ReportSales reps know that building relationships and connecting are the most important part of selling,and they also find it to be the most enjoyable part of the

23、 job.Thanks to AI tools,they can now actually spend time doing it.Instead of spending time digging through a CRM and trying to figure out the most important points about a customer before an upsell call,AI tools like HubSpot AI can create the perfect talk track based on all the customer data availab

24、le.“Lets say you want to send a message to an existing customer about a new product you just launched.Your customer platform has the demographic data for the customer.Every webpage they visited,every transcript from every sales call,every customer support interaction.You have deep contextual data.No

25、w you take an LLM,pair it with that deep contextual data and you can write the message that is the most useful and most effective for that individual customer.”of sales pros say building relationships+connecting with people is the most important part of sellingof sales pros say building relationship

26、s+connecting with people is the most enjoyable part of their jobsay AI can help them spend less time on manual tasks say AI can help them be more efficient in their role81%78%82%82%Dharmesh Shah CTO and Founder,HubSpot8Sales Trends ReportWhat Youll Get in this ReportUseful stats and sales performanc

27、e benchmarks for planning your sales strategy for the year aheadInformation about the growing importance of providing self-service optionsData about the impact of AI on the sales process for buyers and sellersDiscussion about the impact of tighter budgets Learnings about maintaining sales relationsh

28、ips Data on enabling sales teams with the right tools and a supportive culture9Sales Trends ReportKey FindingsHere are the top insights for sales pros and sales leaders to know going into 2024.54%of sales pros say selling has been harder this year than it was before.96%of prospects do their own rese

29、arch before talking to a human sales rep and 71%prefer to just do their own research instead of talking to a rep.Sales reps only spend 2 hours per day actually selling.Sales reps spend 1 hour per day on administrative tasks.AI tools are saving sales pros 2 hours a day.82%of sales pros say building r

30、elationships and connecting with people is both the most important part of selling and the most enjoyable part of their job.81%of sales pros AI can help them spend less time on manual tasks.52%of sales pros say B2B customers use self-serve tools more than last year.63%of sales leaders say AI makes i

31、t easier for them to compete with other businesses in their industry.62%of sales pros say their org is taking fewer risks in 2023 than in 2022,and 70%say budgets are more scrutinized in 2023 than in 2022.28%of sales pros say the sales process taking too long is the biggest reason prospects back out

32、of deals.Theres an average of five decision-makers involved in every sales process today.72%of company revenue comes from existing customers,with 28%coming from new customers.In 2023,the average sales win rate is 21%.45%of sales pros are overwhelmed by the amount of tools in their tech stack.1.2.3.4

33、.5.6.7.8.9.10.11.12.13.14.15.10Sales Trends ReportThe Informed Buyer+Self-Service SalesChapter 1:Buyers arent going into sales calls anymore without knowing plenty about the company and its products.Thats why reps are starting to find ways to go above and beyond,providing a tailored,value-packed exp

34、erience for every prospect.But the other way that companies are helping facilitate more purchases,more quickly is by providing a self-serve experience.Even business-to-business(B2B)companies that used to require every transaction go through sales have started coming up with pricing packages that can

35、 be bought independently,like their business-to-consumer(B2C)peers.Many companies are trying something in between:letting simple transactions be completed entirely independently,and leaving the more complex contract-based sales to go through sales pros.of B2B sales pros offer self-service tools to h

36、elp guide buyers purchase decisions.+85%of them say its an effective strategy.of sales pros say B2B customersuse self-serve tools more than last year.64%52%11Sales Trends ReportMost Effective Self-Serve Tools Sales pros who offer buyers self-service tools are 47%more likely to be over goal this year

37、 than those who dont.Luckily,there are plenty of ways for sales pros to start incorporating self-serve processes into their sales flow.Here are five of the most effective approaches:Product demos Previously,they were done mostly in-person or over a video call but today,its easy to upload pre-recorde

38、d demo videos for different products and different use cases.Sales pros can send out the demo video that best suits their needs,and prospects can watch them on their own time.Free trials Theres no better way to get a sense of a tool than to try it out,so free trials are becoming a common way to let

39、customers get to know a product before bringing any questions or concerns to a sales rep.Customer stories Creating well-written,short articles that show the ROI and use cases of your products in action can help prospects move themselves down the sales funnel.User reviews Sharing a curated list of re

40、levant user reviews can help prospects understand the potential of your tools,and lets them better understand if they can get similar use out of it.Chatbots Whether theyre purely AI-powered and pull from your knowledge base,or theyre partially run by AI and pass things off to a human if a question i

41、s too complex,chatbots can be a helpful self-serve sales tool.1.2.3.4.5.12Sales Trends ReportBuyers are Better-Informed than Ever and Theyre Using AI to ResearchReps cant just read off value props buyers can get that info easily doing a few minutes of solo research.Instead of having discovery calls

42、with various reps at three different companies,buyers can just ask a chatbot to compare all three options.Buyers using AI to self-educate could be threatening,but I believe it makes my expertise in advising and customizing solutions even more important for building trust.I can focus on building rela

43、tionships and addressing their specific needs.“”shared by an anonymous sales professional13Sales Trends ReportHow reps feel buyers using AI to research will impact their workHow sales pros say buyers using AI to research will make an impactEasier to make salesImprove business performanceShorten sale

44、s cycle0%20%40%60%Posotive impactNeutral impactNegative impact30%20%10%0%40%50%43%44%13%14Sales Trends ReportSales pros say Al will empower buyers to do independent research,which increases their confidence and decision-making ability,leading to shorter and more productive sales cycles.67%of sales p

45、ros say that by 2024,AI will enhance buyers ability to do research so much that theyll be able to make informed decisions without engaging with sales reps.Even today,prospects prefer to do solo research instead of talking to a person so when they do end up on the phone with a sales rep,its important

46、 for the conversation to provide true value.When sales reps first speak with a prospect,how many know about the company,services,and competition?Know about companyKnow how products/services compete with othersKnow about products/services75%50%25%0%100%88%84%83%71%of prospects prefer doing their own

47、research vs.speaking to a human15Sales Trends ReportInstead of just providing basic research,sales pros must be able to:AI can streamline the buyers decision-making process,potentially leading to shorter sales cycles,a CRO based in Australia shared in a HubSpot Sales Research Survey.Considering that

48、 so many buyers will be better educated about products,sales reps will be able to cut out significant time spent doing that work themselves.Maybe its one less meeting,or a call thats half as long,because the buyer already knows the primary value props of your tools.And these days,if a buyer has made

49、 it onto the phone with a rep at all,it shows very high intent so reps just need to harness it by truly connecting with the prospect and taking the deal over the finish line.Expertly contextualize their products for each customer Show usefulness and value for each customers unique needs Build and ma

50、intain relationships Personalize products,pricing packages,and services Boost buyer confidenceThanks to AI tools,buyers will know more about my products and I will know more about customer needs,a B2B sales rep from the U.S.said in a HubSpot Sales Research Survey.16Sales Trends ReportHow Sales Teams

51、 are Using AI+AutomationChapter 2:Its not just buyers who have easier access to information today thanks to AI tools.Sales pros are finding many creative,effective ways to build AI tools into their process,and its already making a major impact.From reducing the time they spend on manual tasks,to bet

52、ter understanding their customers,to providing increased personalization,to generally being more efficient,there are so many reasons to start implementing AI tools into the sales process.“AI tools can consider each buyers unique business needs,preferences,and past interactions to offer tailored prod

53、uct recommendations,increasing the relevance of the information presented,”a sales leader from a HubSpot Sales Research Survey pointed out.of sales leaders say AI makes it easier for them to compete with other businesses in their industry63%17Sales Trends ReportHow do sales pros say AI tools help th

54、em in their work?Top Sales Use Cases for AI Tools Personalization With AI tools built for sales,reps can quickly research about each customers company and their needs to better tailor product recommendations and have more context going into conversations.1.Reduce manual task timeBe more efficientBet

55、ter understand customers75%50%25%0%100%81%78%66%Provide personalization66%18Sales Trends Report2.3.Drafting and Sending Outreach Generative AI tools can help sales reps draft different types of email templates with different tones,products,and sales tactics.For example,reps can input one email templ

56、ate into ChatSpot,and ask the system to create versions that are more or less formal or friendly instead of rewriting the template several times manually.AI-powered outreach tools can also automate scheduling emails and texts.Finally,sales reps and marketers can also set up nurture flows that get tr

57、iggered by prospect or customer behavior,sending them messages relevant to the actions theyre taking across your website and other channels.Understanding Emotions and Identifying Buyer StageNot every prospect and customer is great at communicating and sales reps are often left guessing what stage th

58、eyre at.Thats why 41%of sales pros use AI to recognize and respond to buyer emotions or sentiment and 83%of them say its effective.Plus,sales pros who use AI this way are 52%more likely to be over goal this year than those who dont.19Sales Trends ReportCompetitive Analysis Sites like G2 have made it

59、 easy for prospects to research about various competitive options and compare them to your product but these sites,as well as AI tools that parse all the information available across multiple review and product sites,can also be leveraged by sales teams.Sales pros can use AI research to prepare how

60、to reply to common questions about their competitors.Ultimately,this can help sales pros showcase product fit better than their competition.Predicting Objections With AI research tools,and AI-powered CRMs,sales pros can quickly parse all the history and activities of a prospect which can help them c

61、ome prepared with replies for their most likely objections.“AI has made salespeople more effective by automating many of the routine tasks and providing users with deep insights into a variety of topics,such as the best time to reach out or how to optimize marketing collateral.In doing so,AI is help

62、ing salespeople communicate more effectively and successfully.”Karen Ercoli,Co-Founder,Se Chauffe4.5.Smarter Selling with AI in 202320Sales Trends ReportThe Impact of Tighter BudgetsChapter 3:2023 was,from beginning to end,an economically tumultuous year.As a result,budgets have constricted and comp

63、anies are generally treading more cautiously before jumping to invest in a new product or tool.of sales pros say their org is taking fewer risks in 2023 than in 2022say budgets are more scrutinized in 2023 than in 202262%70%21Sales Trends ReportTighter budgets can mean more stakeholders and longer s

64、ales cyclesDuring economic challenges,its harder to convince prospects to buy.“When the market is good,and theres a lot of demand for your product,doing sales is just a transaction.Youre a glorified accountant closing one deal after another,”shared Adarsh Noronha,sales leader for the Indian subconti

65、nent at HubSpot.“But in these times,you have to be their friend,”he added,saying its important to approach every conversation with empathy,context,and understanding.When the macroeconomic climate is challenging,more company stakeholders and more senior leaders become involved in buying processes,mak

66、ing them take longer.Noronha also suggests multithreading,which involves building relationships with multiple stakeholders at target companies.Not only do sales pros never know if a contact will be at the company long-term,but its also a great way to establish trust and lay the foundation for a sale

67、 especially when so many stakeholders are involved in every deal.To learn more,check out How to Sell in a Market Downturn,a new episode from the Asia Growth Forecast from HubSpot.The insights here apply to sales pros across the globe facing economic challenges.of sales pros say the sales process tak

68、ing too long is the biggest reason prospects back out of deals.28%Theres an average of five decision-makers involved in the sales process today22Sales Trends ReportSales teams are prioritizing leads from highest quality sourcesSo much of sales is prioritizing:how do reps know which leads are the one

69、s to pursue at any given moment?CRM data can help.On a micro level,a great CRM can surface individual opportunities with alerts when a prospects behavior has changed.But on a macro level,a CRM can also show largest trends,like which lead sources have been more consistently bringing in deals for the

70、company.This year,the top sources for high quality leads across our survey participants were as follows:Bonus insight:This year,webinars were at the very bottom of the list.This strategy seems to have slowed down since the height of the pandemic,and buyers now favor independent research.1.Social med

71、ia2.Referrals from existing customers3.Email marketing4.Telemarketing5.Website/blog/SEO6.Tradeshows and events23Sales Trends ReportThe Importance of Maintaining RelationshipsChapter 4:Sales teams know that building relationships is important,but in the past year or two,theres been an increased empha

72、sis on maintaining existing relationships because existing customers bring a majority of revenue and they refer the highest-quality leads.Cross-selling and upselling are lower lifts than finding net new customers,especially in todays market.Where does revenue come from?28%Newcustomer72%Existing cust

73、omer24Sales Trends ReportHow to Maintain Sales RelationshipsCalling only when a renewal is due is so 2014.Set up four quarterly updates if only for 15 minutes with the client to check in every three months,create a quick agenda,consider using an NPS survey to gauge value,and make sure your customers

74、 have your cell number.And never forget to ask for referrals periodically,suggests sales icon Dan Tyre,HubSpot Sales Director.Keep reading:Learn more about Relationship Selling1.Check in regularly not just near the end of the billing cycle.2.Use the right channels for each prospect.Use AI tools to c

75、reate a range of correspondence types(email,text,social media DM,phone script)based on your contacts preferences.3.Tailor your scripts.Use AI tools to adjust the tone of all your scripts-some customers are formal,some prefer a friendlier approach.4.Come prepared for each interaction with tailored sc

76、ripts.Check your CRM and use AI tools to research your customer before you send that message or email,or make that call and choose which talk track makes the most sense at this time.5.Take a consultative approach.Get in touch regularly,not just near the end of the billing cycle,to address any issues

77、 the customer may have.That way,when you get in touch when a new product or integration has launched,you dont come off opportunistic.By building real trust with regular check-ins and effective problem solving,suggestions for new add-ons are more likely to be well-received.6.Celebrate customer wins.K

78、eep in touch and send congratulations when customers are able to grow their business no CTA included.25Sales Trends ReportSales Performance Benchmarks Chapter 5:Its always helpful to understand where industry benchmarks are at when planning for a new year,quarter,or month.But as the tech industry ha

79、s evolved in the past few years,especially with global economic challenges,its helpful to redefine what success looks like.One VC firm,OpenView,has radically reimagined what their benchmarks are for their yearly report.“As SaaS companies have pivoted away from growth-at-any-cost,weve updated the rep

80、orts definition of fast-growing from 100%to 75%year-on-year growth,”says VC firm OpenView in its fourth annual Product Benchmarks Report.26Sales Trends ReportWith that in mind,here are the sales benchmarks to consider for 2024,based on 2023 performance:The median deal size is$4,000 47%of all deals a

81、re between$1-5k 91%of sales pros upsell,and they say it brings in an average of 21%of company revenue 87%of sales pros cross-sell,and they say it brings in an average of 21%of company revenueThe average sales win rateThe average sales close rate21%29%27Sales Trends ReportTop 3 Sales Strategies for B

82、2B and B2C Businesses in 2023Selling at a B2B company is different than doing so at a B2C.Here are the top sales strategies for each business type:Its important to note that the only overlap between these two approaches is about establishing rapport with customers during the sales process.No matter

83、if youre selling a yearly contract for a complex business software,or youre selling a desk for a home office,connecting with the customer is essential.Though many B2C companies dont involve sales reps in most simple transactions,there are still other ways to forge a connection with your community.B2

84、BB2CEstablishing rapport with customers during the sales processOffering discounts/promotionsSetting up a face-to-face meetingEstablishing rapport with customers during the sales processUnderstanding the key business challenges prospects faceConducting market research to understand your target demog

85、raphic1.Social media2.Creative copy in sales confirmation email flows 3.Influencers 4.Email newsletters5.Text campaigns28Sales Trends ReportWhat are high-performing sales teams doing differently?Across the surveyed sales pros,there were some clear differences in approach taken by high-performing sal

86、es teams compared to those who are underperforming.It comes down to company and team culture and easy access to data.Which aspects of internal sales culture are most important to keeping you or your team motivated?Prioritizing trust among reps24%of high-performing sales teams highly rank the importa

87、nce of building a culture of trust among reps.Only 13%of underperforming sales teams have done the same.Some may see sales as a dog-eat-dog profession,but really its about lifting together.Model how reps need to trust one another to look out for one anothers best interests.Create a sales team cultur

88、e that shows that if one of us wins,we all win.1.Collaboration and knowledge sharing 20%of high-performing sales teams highly rank the importance of collaboration and knowledge sharing.Only 14%of underperforming sales teams have done the same.By encouraging collaboration and knowledge sharing,natura

89、l mentorships can emerge among your team.More established reps can help newer reps as they ramp,and newer reps can bring in an understanding of younger buyers and new ways to sell.2.29Sales Trends ReportProvide transparent performance data17%of high-performing sales teams highly rank the importance

90、of making performance data available.Only 11%of underperforming sales teams do the same.Transparent performance data,thats accessible to all,can help sales pros stay motivated and on track to hit their goals.3.30Sales Trends ReportHow to Better Enable Sales TeamsChapter 6:There are so many things th

91、at sales leaders can do to better enable their sales pros to succeed.Well get into some of the most impactful opportunities to consider in 2024.Create More Enablement ContentSocial media contentProduct demos VideosEnablement content both helps sales pros sell,and can bring in higher quality leads.Fo

92、r both B2B and B2C go-to-market(GTM)teams,the content types with the highest ROI are as follows:Work with your marketing team to create assets that sales pros can share from their personal social media,and in DMs to prospects.Full-length demos are great,but when was the last time you made sure the v

93、ideo thats going out all the time is fully up to date?New features and software changes need to be reflected in product demos.Well-edited,bite-size walkthroughs of product capabilities are a great place to start.Video is an extremely engaging format,so sales teams can benefit from short videos to sh

94、are with prospects and customers.Whether its a short video showing how to use a certain feature,a roundup of top use cases,or a front-facing video announcing a sale or a promo,experiment with different video types and see what sticks.31Sales Trends ReportDailius Wilson on the HubSpot Sales BlogGiven

95、 the sales landscape is rapidly changing,content can easily become outdated and stale.Teams that can make content easy to find for reps have a clear edge over other competitors.Sales enablement tools ensure that sales teams always have access to the content they need when they need it.Additionally,h

96、aving content organized by tags such as persona,product category,industry,or other team-specific topics can help drive efficiency.“”of sales pros use sales enablement content +79%of them say its important to making a sale.52%If you work with the marketing team to create content that actually helps c

97、lose deals,sales pros will be enthusiastic to use it.That means trying different types of enablement content,testing it,providing sales team feedback,and investing more in what works.This year,among U.S.sales pros,use of sales enablement tools jumped 48%YoY 40%vs.59%.32Sales Trends ReportSales pros

98、who use sales enablement content in their role are 58%more likely to be performing over goal this year than those who dont use it.Here are some types of enablement content to test out:Top 5 Most Effective Sales Enablement Content for Helping Reps win DealsSales enablement tools use among US sales pr

99、os,2022 vs.20231.Social media content2.Market research3.Reviews 4.Customer testimonials5.Product demos2022use2023use60%40%20%0%33Sales Trends ReportTrim Your Tech StackFor the past decade(or longer!),companies were understandably excited to implement new technologies all the time.And during the earl

100、y pandemic,when everything went online only,companies brought on even more apps and software.But weve reached a bit of a breaking point:companies use,on average,over 200 apps and tools.And because so many tools dont integrate well together,sales teams are wasting time doing double data entry,cleanin

101、g up incorrect data,and syncing systems that dont do it automatically.It makes digging for information about prospects and customers time-consuming,and wastes time that teams could spend actually connecting with customers.As a result,sales leaders are considering trimming their tech stack to boost e

102、fficiency.of sales pros are overwhelmed by the amount of tools in their tech stacksay they have too many tools45%1 in 4 sales leaders Consider a tech stack audit.If a tool doesnt play well with others,or if its ROI isnt up to par,give it the boot.34Sales Trends ReportHigher quality data,greater effi

103、ciency,and more time to actually sell are all great reasons to cut back a bloated tech stack.Learn about the must-haves for any sales tech stack.How would reducing the tech stack impact the work of sales pros?Make them more efficientLet them spend more time sellingLet them have higher quality data30

104、%20%10%0%29%26%26%35Sales Trends ReportCeros Achieved 180%Deal Generation Growth Through Smarter Prospecting with HubSpot Sales HubAs Ceros,an interactive suite of design tools,grew,they realized that disparate sales processes and siloed documents wouldnt allow them to scale.“Our approach to prospec

105、ting was volume over value.Our systems and processes got so complex and disjointed.Our reps were wasting time and lacking insight.Their productivity tanked.They were playing darts in the dark.The worst part:our customers suffered as a result.Because reps were so bogged down,they lost sight of what t

106、hey do best:actually connecting with prospects,shared Director of Revenue Operations at Ceros,Douglas Botchman.By getting the team onto Sales Hub,they streamlined their prospecting,empowered reps to have more relevant conversations and make stronger connections,increased deal generation,and accelera

107、ted growth.With a shared dashboard,reps can pursue higher-quality leads that are more likely to become loyal customers.They now have automated alerts that flag reps when a customer is actively looking for information or ready to buy.Read the full Ceros story“Sales Hub helps us prospect smarter.It ma

108、kes our prospecting reps more productive,enables more relevant and personalized outreach,and empowers reps to get back to what they do best:connecting with prospects.”Douglas Botchman,Director of Revenue Operations,Ceros180%increase in deals generated from open meeting opportunities18%+average SQL g

109、rowth 5-minuteresponse time moves leads through the funnel faster36Sales Trends ReportImprove Marketing+Sales AlignmentSales pros at companies with aligned sales and marketing teams are 103%more likely to be performing better than their goals this year than sales pros at companies that arent aligned

110、.Great alignment between sales and marketing means better sales enablement content,higher quality leads,and more deals won.Thats why 61%of sales pros say alignment between these teams is more important now than it was last year in challenging economic times,sales and marketing alignment feels higher

111、 stakes.However,consistent GTM alignment is out of reach for a lot of companies.of sales pros say sales+marketing are strongly aligned at their company.Only 30%However,things have also been improving this year:61%also say their sales and marketing teams are more aligned this year than they were last

112、 year.37Sales Trends ReportHow aligned are sales+marketing teams this year,compared to last year?One of the top asks from sales to marketing has to do with leads:43%of sales pros say they need higher quality leads from their marketing team only 59%say the leads theyre getting today are high quality.

113、And 39%say whats needed is alignment on goals and strategies.Consider a short monthly standup between sales and marketing leaders to ensure that things are still working as expected.Try our free Sales Plan TemplateMore alignedSame as last yearLess aligned75%50%25%0%59%of sales reps who say leads fro

114、m their marketing team are high-quality.38Sales Trends ReportNakul Kadaba,a Customer Success Manager at HubSpot,shared that having access to the same data,in one source of truth,can help align sales,marketing,and customer success.“Removing data silos,and sharing information between departments not o

115、nly fosters collaboration but leads to a more consistent customer experience.When all employees have the same understanding of your customer base,youll create an attractive offer thats uniform throughout your flywheel.”39Sales Trends ReportImplement AI ToolsProvide a Great CRM to be a Single Source

116、of TruthAs mentioned in the AI chapter,sales pros see AI significantly boosting their ability to upsell,cross-sell,and down-sell.Generative AI tools like ChatSpot save sales teams time by helping them write and customize talk tracks,email templates,and social posts.And AI-powered CRM tools save sale

117、s teams time spent digging for information about which prospect to pursue next.And since buyers are better educated about products thanks to AI research,and sales pros can also save time when researching the customers needs,AI tools can help shorten the sales cycle.A great CRM is at the heart of eve

118、ry sales pros daily tasks.78%of sales pros say their CRM is effective at improving sales and marketing alignment Plus,sales pros using a CRM are 79%more likely to say their teams are strongly aligned.Learn about HubSpot Sales Hub and how it can help sales teams stay on track,hit quota,and connect mo

119、re effectively.86%of sales pros who upsell say AI will make it easier to upsell 86%of sales pros who cross-sell say AI will make it easier to cross-sell 92%of sales pros who down-sell say AI will make it easier to down-sell40Sales Trends ReportSales Team Culture+Hybrid WorkChapter 7:Sales is an incr

120、easingly hybrid job:71%of U.S.sales reps are hybrid,up from 45%in May of 2022.20%are in person and 10%are fully remote.“Sales leaders have to adapt in order to maximize the success of their teams in a remote or hybrid world,where driving results and providing support need to be balanced,”shared Chri

121、s Gell,Dialpads Sales Enablement Program Manager.Selling remotely has made it easier to sell,according to 56%of sales pros who work remotely or in a hybrid setup.But even hybrid sales pros say meeting in person is the most effective sales channel.How many sales reps are hybrid?2022 vs.2023 Hybrid sa

122、les reps in 2022Hybrid sales reps in 202375%50%25%0%41Sales Trends ReportThe most effective sales channels according to sales pros:After overcoming the many curveballs of the last three years,many teams have fallen into hybrid life as the default and its working out well.But its still important to k

123、eep an eye on your sales team culture,and make active efforts to grow and evolve it for this new reality.Hybrid sales pros are 28%more likely to be performing better than their sales goals this year than in-person and fully remote sales pros.1.Meeting in person2.Phone calls3.Email4.Social media5.Vid

124、eo calls6.Live chat tools42Sales Trends Report1.Incorporate all-in days:schedule time for the whole team to work from the office on the same day,and schedule a team lunch for that day.2.Encourage hybrid sales pros to combine selling on the phone and via email with getting out into the world and sell

125、ing face-to-face.3.Prioritize transparency.Regularly crucial metrics in team meetings to keep all teammates working in the same direction,with an aligned strategy.4.Weekly standups.Even if theyre in the office together occasionally,its important for managers to show direct reports that they want the

126、m to know theyre there for that weekly check-in,no matter what they need from advice to growth opportunities.5.Invest in high-quality video calling platforms that integrate with your sales tools.6.Encourage collaboration and knowledge sharing.If one teammate has been killing it lately,ask them to sh

127、are their approach with the broader team.7.Schedule social events.Offsites,team outings to fun activities,and quarterly dinners can encourage teammates to connect.Here are a few ways to stay on top of your hybrid sales culture:43Sales Trends ReportBuilding Better Relationships is as Easy As AI-B-CAf

128、ter a challenging few years,with each one adding a layer of complexity,sales teams have learned to be flexible and adaptable.Today,as many teams continue to do more with less,sales teams are embracing AI tools that help them forge stronger relationships,have more productive conversations,and shorten

129、 the sales cycle.Learn more about how HubSpot AI tools can help sales teams get back to the fun,connected side of selling:building lasting relationships with prospects and customers.44Sales Trends ReportReport MethodologySales Hub has all the tools and resources for your sales team to scale.Regain P

130、roductivity and Power Connection with Sales Hub Get a demoAccess collaborative sales features for teams,including:Sales engagement toolsDeal management functionalityReporting&analytics featuresPaymentsQuotesCPQ capabilitiesCoaching toolsSeamless integrations with 1,500+tools in HubSpots App MarketplaceHubSpot surveyed 1,400+sales professionals in August 2023 from B2B and B2C organizations in the U.S.,UK,Japan,Canada,Australia,France,and Germany.Report created in collaboration with CXD Studio.www.cxd.studio|hellocxd.studio